SAMPLE 1 FORM RDC/1A THE HONG KONG POLYTECHNIC ...

hotelschool.shtm.polyu.edu.hk

SAMPLE 1 FORM RDC/1A THE HONG KONG POLYTECHNIC ...

6. Implication of the proposed researchMost scholarly research about the factors affecting the effectiveness of celebrityendorsement has been US-based (Erdogan & Baker, 2000). Thus, there is a furtherneed for a study in a different context with a different sample, which is beingproposed in this study by exploring the tourists’ attitude to Hong Kong and theirvisitation intentions from Mainland Chinese travelers’ perspective.Hong Kong has been the leading tourism destination for Mainland Chinese outboundtravelers, however this position will by no means be everlasting (Huang & Hsu,2005). A ‘wait and see’ approach is considered as inappropriate, as some strategicframework is necessary to harvest the economic benefits in a way that would befitthe destination (Connell, 2005). It is likely that as tourism continues to gain economicimportance, advertising strategies previously unrelated to tourism research should beconsidered in order to investigate their effectiveness and efficiency. Implicationsderived from the proposed study may provide useful information for the Hong KongTourism Board (HKTB) and other DMOs to support and perhaps enhance marketingactivities using celebrity endorsement.© No part of this proposal could be reproduced in any form without the permission of the author. 11

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